The Category Captains
Special Report
Pet Club
PetClub is a family-owned and operated pet specialty store based out of the Bay Area in California. The company has 12 locations within the area, extending into Sacramento and offers a wide range of pet food and supplies at competitive and affordable prices. Each location offers self-service wash options and a vet clinic. The company partners with VIP PetCare and offers various services such as vaccinations, microchipping, flea and tick treatment along with other preventative care services. The independent chain of retail stores is owned and operated by Tamm Lee, who founded the company in 1990. Lee is also Vice President of Pet Club and lives in the area with his family.
The Lee family has remained actively involved and engaged with the company since its inception. The company has maintained its established presence
within the San Francisco market as it holds 3.2 percent of the market share with a total of five locations in the city.
The company has stores within the following locations: Colma, Elk Grove, Hayward, San Jose, Corte Madera, Emeryville, Rancho Cordova, San Mateo, Cupertino, Fairfield, Roseville and Santa Rosa.
Taking a look at the market Pet Club has continued to thrive in, The San Francisco Chronicle showed that 26 percent of San Francisco households have at least one dog, which is lower than some may have perceived. According to the media outlet, this impression is a result of the population density and dog-friendly features of the city.
Building Strong Partnership
Serving its local community for several decades, Pet Club has solidified its partnerships with many manufacturers
within the industry; these strong working relationships are something that continues to enhance the industry as a whole as well as setting Pet Club apart from others.
Portland Pet Food Company characterized the close relationship the company has with Pet Club.
“We work most closely with Tamm Lee from Pet Club, and I would describe our relationship as one based on communication and transparency,” said Peter Christiani, Director Sales Development with Portland Pet Food Company. “We've gotten to know Tamm well through multiple industry events such as SUPERZOO, Global Pet Expo and annual supplier meetings that our broker, Jerry Wilson & Associates, puts on. Tamm has become a trusted partner who is willing to share insights on what
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Special Report: Pet Club
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he is seeing as successful in his market while relying on the Portland Pet Food Company team to bring valued insights regarding buying habits of our consumer both locally and nationally.”
Portland Pet Food Company expressed its appreciation for Pet Club’s open-mindedness as the industry tends to be ever evolving and changing.
“One thing we love about Pet Club is that they are open to try new things; if we came to Tamm and told him about a promotion, program or item that is successful in another market, he's willing to listen and discuss how we can bring a similar program to life in his stores. As a growing brand, our goal is to always build awareness through excitement at the store level, and Pet Club is open to work with us on those programs,” said Christiani.
These qualities make the partnership between Pet Club and Portland Pet Food Company easier and stronger.
“First and foremost, there is alignment in the two companies in that both are family-owned and operated. In my opinion that shared experience drives a certain level of trust and stability in
saw an opportunity to easily expand the fresh, gently cooked category to their customers by offering a shelf-stable option, and they were willing to jump at the opportunity. I feel both brands really look to put our customers first,” said Christiani.
ship we’ve cultivated is steeped in years of mutuality and trust, something we highly value at Champion.”
Boss Nation also acknowledged the strong partnership the companies have together.
“The partnership is a mutually bene-
“We work most closely with Tamm Lee from Pet Club, and I would describe our relationship as one based on communication and transparency. We've gotten to know Tamm well through multiple industry events such as SUPERZOO, Global Pet Expo and annual supplier meetings that our broker, Jerry Wilson & Associates, puts on. Tamm has become a trusted partner who is willing to share insights on what he is seeing as successful in his market while relying on the Portland Pet Food Company team to bring valued insights regarding buying habits of our consumer both locally and nationally.”
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Peter Christiani, Director Sales Development, Portland Pet Food Company
ACANA outlined the strong partnership between the company and Pet Club.
“Pet Club has been a long-time supporter of Champion Petfoods and our ACANA brand of pet food and treats,”
“We’re focused on expanding the reach of our pet foods, and Pet Club’s high-traffic and high-volume stores have helped us build awareness in the Bay Area. Additionally, value is an important aspect of Pet Club’s company mission, and their consistent participation in our brand promotions help ensure all customers have access to ACANA pet foods. Pet Club offers high-quality pet food options for every type of customer, and like us, they believe all dogs and cats deserve quality nutrition. We appreciate that their carefully curated selection of pet food is always offered at the best prices possible for their budget-conscious customers. This aligns with our goals to expand our portfolio and reach as many pet lovers as possible including the development of ACANA Classics, a value-premium line to serve those customers looking to trade up.”
— Kevin Steele, VP of Sales Champion Petfoods
the partnership, which has allowed us to continue to build together. Additionally, Pet Club looks to offer high-quality products to their customers at affordable prices; with Portland Pet Food, they
said Kevin Steele, VP of Sales for Champion Petfoods. “Their commitment to carrying our full portfolio, including dry kibble, freeze-dried food, wet food and treats has been instrumental in helping grow both our businesses. The partner-
ficial partnership as Pet Club is looking for new innovative products that fit into the lifestyle of today’s pet parents,” said Michael Hom, Regional West Sales Manager of Boss Dog/Boss Cat. “The advantage of partnering with Pet Club is simply for the fact that they are a company that is truly looking to partner with a brand for long term success for both while providing innovative products for rapidly evolving needs of the animals.”
As a family-owned and operated retailer, Pet Club’s mission and values have continued to stem from its leadership active involvement in the business. The company’s leadership efforts have been attributed to its success within building strong relationships and partnerships with various distributors and manufacturers who share like-minded values and goals. Since its beginning, Pet Club has not shifted from its goals to offer pet owners excellent services, products and advice. This has helped maintain the company’s strong leadership and reputation within the industry. Through grounded values, well-rounded partnerships and unmatched dedication, Pet Club remains a top tier retailer that continues to put pets' well-being above all else.
Market Spotlight
Austin
The Austin market enjoys several spotlights. As Texas’ state capital, the metro area is ground zero for state-level policy making that has shaped a business-forward environment statewide. It is also a first-class destination for creative thought and innovation as exemplified by the world-famous annual SXSW Conference and Festival. This diverse array of industries, professions and people are bound by a common love for companion animals, as the Austin metro area also ranks No. 22 among the top pet retail markets across the country. Of note, Austin’s Tomlinson’s Feed operates more retail locations here than national brands like Petco and PetSmart, reflecting a genuine Texan value of supporting home-grown enterprises first.
By the Numbers
Based on 2023 end-of-year data, there are 97 pet specialty locations representing 30 different companies spread throughout the Austin marketplace, which is broken down into Austin proper (51 pet stores); Round Rock— nine pet stores); Cedar Park (six pet stores); Georgetown (five pet stores); and Kyle (four pet stores).
This also represents a 22.8 percent growth in the number of pet retail locations in a five-year span; there were 79 pet stores in 2019.
Tomlinson’s Feed represents 16 store locations, followed by Petco with 15, PetSmart with 12, Woof Gang Bakery with eight and Pet Supplies Plus with five. Tomlinson’s Feed, Petco and PetSmart make up 44.3 percent of the total market share with single store retailers representing 15.5 percent.
Single Store Successes
Jusak Yang Bernhard’s road to opening Wag Heaven in Georgetown has been paved with storied life experiences and decisions that led him setting up shop with his husband Jeff in 2019.
“We left our entertainment industry gigs and moved to Savannah, GA, to be closer to my family who live in the New Jersey and New York areas, in 2006,” Bernhard said. “I was an actor, producer and co-president of an organization CAPE (Coalition of Asian Pacifics in
Entertainment). Jeff was an editor for Channel One Network, a Peabody Award winner. We were going to open up a ramen store but were afraid of having to cook every day. Our first adopted dog, Kai, was in need of but we could not find her Natural Balance allergy food.”
The couple took Kai’s predicament as a sign to pivot their business idea into opening TailsSpin Pet Store in Savannah in 2007, which grew to three stores before they sold the company in 2016 to again move to Georgetown to care for Jeff’s aging and ailing parents along with an autistic brother. “After the passing of our father, we found that it'd be helpful if we stay to continue our care, to stay in town,” he explained. “We opened Wag Heaven at the end of 2019. We committed to two locations—one in downtown and one in mid-town of the city. We were hit with the pandemic a few months after opening. That proved to be so challenging. We find that we are still trying to recover and come out of the hardship.”
As they continue to find their footing post-pandemic, Bernhard said that continuing to focus on community has helped the business to make a lasting impression on local pet owners, and their support for local chambers including Georgetown, Greater Austin Asian and Austin Gay and Lesbian Chamber of Commerce helps them give back to their business communities. “Through our deep-rooted sense of creating a community, we garnered much respect and gratitude, creating loyal support and customer base,” he said. “We do feel this is what's missing from the industry—the sense of togetherness to realize that we all need to work together to accomplish our successes. Wag Heaven works closely with our manufacturers and distributors to create a strong pet community by supporting many events. Creating a community of wagging pets is our mission, to better the pet care community. This is why we named our store, Wag Heaven. We are creating a place to gather for pets and pet owners to enjoy and assure them that they are being taken care of and respected.”
As an example, “Wag Heaven works
with many communities, such as the age-restricted Sun City which has its own pet club,” he said, “All of the apartment buildings nowadays are pet friendly. We do many workshops with the residents. We have had manufacturers' reps conduct workshops on nutrition, etc. We also work with organizations and companies to hold training, grooming and veterinarian workshops at our space.”
Building a community was also what Anjuli Singhal, Owner of Doggie Howser Pet Social Club in Austin, was driven by when she came up with her business name. “I love a good pun,” she said, though clarifying she was too little to have watched Doogie Howser, M.D., the television show. “The name resonates with a lot of people, more in the Millennial generation,” she said. “My younger pet owners resonate with the ‘pet social club’ part.”
With her corporate background, Singhal came to the Austin area about nine years ago. “I was traveling quite a bit and having to do a lot of boarding for my pups here in the Austin area,” she said. “The Austin area is growing quite substantially right now.”
She began noticing that in spite of the population boom, there weren’t a lot of doggie daycares in her area, and other daycares were overwhelmed. “Austin is a dog-centric city so when I parted ways with corporate, I decided I wanted to find something that was more of a passion of mine versus working in the corporate system. Loving my own dogs so much brought me to this. It initially started as ‘hey this might be fun,’ and it just snowballed into ‘we’re just rolling with this.’”
While Austin residents love their pups, they generally aren’t willing to go more than 10 to 15 minutes out of their way to take their dog to a daycare on a daily basis, she said. “To do daycare or boarding, within the east side, there just wasn’t any of that, so I was looking to fulfill that need and also create a dog-friendly area,” she said. “We have a lot of dog parks but none of them are technically off leash. Creating a space
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Market Spotlight: Austin
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where people can bring their dogs has been really fun. Also, we’re an open play format. Instead of rotating dogs throughout the day where they get limited hours of playtime, we’re an all-day daycare.”
Singhal has been innovative in Doggie Howser’s marketing and partnership strategy, especially given the enterprise has only been in operation for about 15 months. “We do parties where people can host birthday parties and rent one of our yards out. Or, people do parties for their dogs during daycare hours. We have Hot Diggity Dog birthday parties where local BBQ shops make us dog-friendly hot dogs. We host it in house. We partner with some local bars where we will bring some of our water toys, toys, or with coffee shops for dog painting events. We try to do different things that cater to different partners. We try to be creative and do fun things and expand what our customers have within our facility and create something fun for other people to do who may not even be daycare customers.”
The out-of-the-box thinking is appreciated by the influx of new residents to the Austin area. “We have a younger demographic that’s starting to gravitate toward Austin in the general area,” said Singhal. “The demand in the general
Wag Heaven in Georgetown, TX, prides itself on fostering community through assorted events and services, including its self-service dog wash facility.
— Photo courtesy of Jusak Yang Bernhard
area alone for daycare services is larger and larger. With higher profile people coming through, we’re definitely feeling a nice little boom ourselves.”
Bernhard, with Wag Heaven, elaborated, “Austin and the surrounding Greater Austin area, Central Texas, have been enjoying huge growth in industries and population. With this in mind, all of us are hoping we can capture some of the success within the pet industry. One of our neighboring cities, Taylor, is catering to Samsung. Fifty-thousand families are scheduled to move into the area.
These families will be coming from every corner of the world to serve the growth in technology in Central Texas. Other companies are moving in to support Samsung, Tesla, etc.”
Thanks to state policies that entice growth of business across the board, the Austin metro area continues to enjoy a population boom and a ripe and innovative environment in which both legacy companies and upstarts have room to test-drive new ideas and ultimately thrive.
Anjuli Singhal envisions her Doggie Howser Pet Social Club in Austin, TX as a unique doggie day care resource that encourages all-day play in both outdoor and indoor facilities, weather-permitting. — Photo courtesy of Anjuli Singhal
2025 Outlook
Fish Oils
Key Takeaways
• The category saw large change with the acquisition of Whitebridge Pet by General Mills. • 2024 saw continued success for category leaders with brands experiencing significant growth.
This year some of the fish oils category's steadfast leaders experienced a series of achievements including enhanced partnerships to the beat of a steadily persistent demand for its Wild Alaska fish oils. Retailers and pet parents’ unwavering interest in and enthusiasm for premium, wild-caught fish oils is an underlying motivator for these companies to continue offering a product solution that is sustainable, reliable and safe for pets. Within the fish oils category in 2025, suppliers will be tasked with finding fresh ways to make administering fish oils to pets simpler and user-friendly while adapting to a variety of shopping models outside the four walls of a traditional brick-andmortar store front; these could look like direct to consumer and online.
“In 2024, key successes for Alaska Naturals include the strengthening of our partnerships and the sustained demand for Wild Alaska fish oils,” said Analise Gonzales, Director Specialty Brands for Trident Seafoods. “This continued interest in high-quality, wildcaught fish oils further strengthens our mission to deliver premium, sustainable pet nutrition as a trusted and reliable source.”
“2024 turned out to be a huge growth year for Life Line Pet Nutrition with new distributors and retailers adding our lineup of the highest quality, honest, wild fish oils available in the market,” said Life Line Pet Nutrition President Ted Hayes. “Our International business now covers Canada, Asia, Europe and the Middle East.”
“When you are a small company with limited resources, you must ensure that you don’t take on too much complexity and keep your retail and pet parent customers very happy with the quality of your products,” said Bill Lowe, President North America at Brilliant Pet Care by Hofseth BioCare. “Brilliant Salmon Oil has always been focused on integrity and having the best quality salmon
oil in the world. We're also investing extensively in the design of our bottles and pumps to ensure efficiency, convenience, and a great experience using our products.”
A long time category leader, Grizzly Pet Products, meanwhile, now has the resources of General Mills behind it after it had acquired Whitebridge Pet Brands’ North American business in November. Whitebridge first acquired Grizzly in 2021.
In the coming year, Alaska Naturals intends to expand its presence within the fish oil category while curating new product solutions that address ongoing health and wellness trends and pet owners’ expectations that these fish oils will alleviate their pets’ achy joints, nourish dry skin and coat and boost their pets’ cognitive health.
“Looking ahead to 2025, Alaska Naturals is focused on continuing to grow our presence in the fish oil category,” Gonzales said. “We are also exploring new product innovations that align with pet wellness trends, such as products that cater to specific health benefits like joint support, skin health and cognitive function.”
“Life Line is on an upswing probably due to consolidation in the marketplace and being the last of the family owned small business fish oil providers,” Hayes said. “We are being noticed globally as a superior supplier of highest quality wild fish oil.”
“Even though there are other fish oils and salmon oils on the market, we are truly unique and stand out from our competition because we have complete control over our entire supply chain, allowing for the traceability of every one of our products,” Lowe said. “As such, we are a premium brand for consumers, and because of our positioning, our customers and distributors can make strong margins. Our company and products are 100 percent natural and zero-waste. We don’t deviate from this
foundation, which is why customers and consumers love our brand and remain loyal.”
Alaska Naturals anticipates pet owners will continue to expect to find high-quality and sustainable ingredients coupled with transparency and traceability to where the fish were caught. “In the coming year, we anticipate continued growth in demand for high-quality, traceable and sustainably sourced ingredients, as pet owners remain focused on their pets' health and well-being while being mindful of environmental impact,” Gonzales said. “We also expect a sustained shift toward convenience products, with more pet owners choosing direct-to-consumer models for ease and access to better product information.”
“Our continued focus in 2025 is to inform consumers that natural salmon oil improves pets' feeding experience and provides health benefits, including supporting healthy hearts, joints, increased energy, and skin,” Lowe said.
In light of pet owners finding creative ways to trim and whittle down their household budgets, suppliers must direct pet owners’ attention to other attributes beyond competitive prices. Fish oils suppliers and their retail partners will be tasked with reinforcing consumer loyalty through product education, earning trust, offering dependable products that deliver on noticeable improvements to pets’ health and wellness and demonstrating why sustainably sourced, traceable wild-caught fish is a worthy investment. “The tightening supply chain and shifts in consumer spending have certainly affected the pet industry, including the fish oils category,” Gonzales said. "Alaska Naturals is committed to strengthening our partnerships and further building customer loyalty through a focus on quality, sustainability and educating consumers about the long-term health benefits of our products.”
2025 Outlook
Dog Treats and Chews
Key Takeaways
• The category is broad, ranging from premium freeze dried items and single ingredient treats to traditional bullysticks and alternative chews. There’s an opportunity to attract consumers of all stripes.
• Brands prioritize maintaining strong, trust-based partnerships with a diverse range of retail channels.
Innovations in formats and ingredients
are keeping the dog treats and chews category fresh going into 2025. No longer simply a deterrent to keep pups from chewing up their owners’ shoes and furniture, today’s treats and chews bring an assortment of functional benefits including extra nutrition and better opportunities for building that important human-animal bond.
In 2024, Phelps Pet Products achieved noteworthy growth marked by record sales, maintaining a five-year pattern of double-digit yearly expansion, enhancing production capabilities, establishing partnerships and upgrading certifications. Phelps leaders attribute these accomplishments to being granted the opportunity to offer contract manufacturing and innovation support for upand-coming dog and cat treat brands in addition to broadening Phelps’ private label offerings at retail. Another notable achievement for Phelps was earning official accreditation from the Pet Sustainability Coalition for the company’s pledge to operate sustainably through a series of mindful initiatives.
A commitment to continuous improvement is a key motivator at Phelps Pet Products, from the caliber and condition of products and sustaining partnerships with happy customers, to generating fresh ideas and keeping employees’ skills up to speed. For next year, Phelps has identified upgrading its meat jerky dog treats as a focal point in addition to improving its specialty airdried complete dog food, along with making strides with its feline food and treats market.
“Our No. 1 goal each year at Phelps Pet Products is to get better than the last year—whether that is in our product quality processes, our vendor scorecards and customer satisfaction ratings, our first-to-market new innovations, or in our employee training and development,” said CEO Rick Ruffolo. “We are equally pleased when we achieve
repeatable SQF ratings—e.g., 95 percent and 96 percent ratings the last two years—as we are when a new product we launch wins big for our customers. Of course, we are focused on driving ongoing double-digit sales growth, expanding our customer base and continuing to be a meaningful contributor to the sustainability practices of the overall dog treat industry. In 2025, we intend to help our customers continue to innovate and grow by focusing on three key areas including our market-leading ‘meat jerky’ dog treat capabilities, our specialty air-dried complete dog food products and our emerging cat food and treats business.”
Phelps Pet Products’ partnerships are built on advocating for a diverse pool of retail partners across each distribution channel. Ruffolo is quick to point out that he realizes Phelps’ partners have a variety of companies to choose from to partner with, so gaining and sustaining trust in the company in addition to the food and treats industry is a weighty component of these partnerships, which Phelps takes seriously. In that vein, trust extends to retailers—small footprint, mass chains and online—who have to earn pet owners’ faith in them to keep safe and high caliber products and supplies accessible. Ruffolo pointed out that retailers are challenged with creating a retail environment that goes above and beyond basket rings. Rather, retailers have to offer products that appeal to pet owners; namely ones that are sourced domestically are competitively priced and allow for a one-stop, efficient shopping trip. Trust comes into play during these shopping trips where pet parents rely on retailers for guidance and follow their influence in selecting the right food or toys that match their pets’ energy levels, dietary needs or chewing and playing styles.
McLovin’s Pet entered the freezedried raw pet food category based on rising consumer demand, increased
health and nutrition focus and limited affordable options. “McLovin’s Pet stands for quality, safety and affordability,” said McLovin’s Pet President Danny Waite. “Pet owners are increasingly seeking higher-quality, natural and biologically appropriate food for their pets, with raw diets becoming more popular. Freeze-dried raw food preserves the nutritional integrity of raw ingredients while offering the convenience of dry kibble, catering to this trend. Pet parents are more health-conscious, seeking premium nutrition that supports their pets' wellness, longevity and overall health. Freeze-dried raw diets are known for their high nutrient retention, appealing to pet owners who prioritize a holistic approach to pet care. Prior to McLovin's entry, many premium freezedried raw pet foods were priced at a level that was inaccessible to a wide range of pet owners.”
CollChews entered the rawhide alternative chews category after identifying two key gaps in the long-lasting chew category. “First, collagen as a protein was gaining significant traction in the human market, with the pet industry often following the humanization trend,” said Zachary San Roman, Sales Manager. “This presented a clear opportunity to introduce collagen-based products into the pet market. Second, the decline in rawhide products created a demand for an all-natural, limited-ingredient, long-lasting chew alternative. We collaborated with food scientists and engineers to develop a patented process to meet consumer demands."
The treats and chews space offers a broad variety of solutions that address preferences for size, texture and shape based on the dog's breed, size and stage of life—a puppy versus a senior. Suppliers continue to demonstrate that pet owners can expect more from treats and chews and utilize these products for reward, mental enrichment and for dental hygiene.
2024 Category Captain
Private Brand Foods: Alphia
While historically, it’s the more accessible price points that give private brand pet foods an edge when appealing to budget-conscious pet owners, manufacturers like Alphia continue to demonstrate that in seeking store brands, pet owners don’t have to compromise on quality, and partners can rest assured they’re working with a reliable supplier who will protect their best interests.
“At Alphia, we are committed to nourishing and protecting pets by manufacturing the highest quality pet food,” said CEO and President Dave McLain. “We aim to revolutionize the pet industry with exceptional quality and innovation with our priority set on food safety. We saw an opportunity to set new standards, differentiate ourselves from our competitors and cater to the increasing demand for pet food offerings. We’ve earned the trust of our customers, built strong relationships and maintained a competitive edge in the market.”
In shoring up its resources, Alphia announced several additions to its executive team this year, including John Bear—previously with Nestle Purina— as Chief Operating Officer, Cade Culver as Chief Growth and Transformation Officer and Jack Reid as Chief People Officer.
According to McLain, food safety and quality factor into every aspect of operations, so much so that the company in September appointed industry veteran Jarrod Kersey to the role of VP of Food Safety and Quality Assurance. Kersey’s
background in regulatory, food safety and quality assurance informs his responsibilities at Alphia to establish and enforce quality control procedures, ensure regulatory compliance and conduct audits and inspections to identify problem areas and rectify them expediently.
“Food safety is constantly evolving, and Alphia is always looking at ways to improve. By staying aligned with these principles, we exceed the expectations of our customers while making a positive impact in the pet food industry,” said McLain.
Outside of food safety, Alphia is also pioneering the concept that store brands aren’t solely following named brand trends but are also leading in innovation. “Alphia is committed to manufacturing high-quality products and focusing on understanding the evolving needs and preferences of our customers and their consumers,” McLain said. “We conduct thorough market research and foster a culture of creativity within our team. Alphia stays on top of the latest pet industry trends, emerging technologies and consumer insights to maintain its position as a leader in pet food manufacturing.”
Alphia’s leadership provides reassurance for customers that they’re partnering with someone they can trust. “Alphia’s customers share a dedication to providing high-quality products for pets,” McLain said. “Our customers understand that it is about more than making kibble. We work to create last-
ing relationships with our customers and strive to deliver top experiences at every touchpoint.”
Reciprocally, “Our customers demonstrate a willingness to innovate and adapt to changing pet food trends and are proactive in exploring new opportunities for growth and improvement,” he said. “Overall, our customers are reliable and transparent in their business practices and value integrity and honesty. This transparency helps to facilitate smooth collaboration and ensures mutual success in the pet industry.”
In forecasting trends and opportunities this year, an Alphia executive shared that one area of focus would be how to reach that premium customer who may have historically discounted a private label brand as less-than. “There aren’t as many thoughts given to: Well, there’s a premium space in-between, and how do you reach that consumer with a ‘it doesn’t have to be just price point, but it’s still a really good product.’ In my opinion that’s the biggest opportunity for retailers as well, is making sure that you can deliver that value; it is certainly something we’re very mindful of right now.”
Meanwhile, as the largest pet food co-manufacturer in North America, Alphia took on another charitable initiative this fall to support the nourishment of pets, partnering with PetSmart Charities in highlighting Pet Hunger Awareness Day on Sept. 24 to match donations up to $40,000 through the month of September.
PRIVATE LABEL PET FOOD
Stand out among the competition and build customer loyalty by creating, revising or expanding your store's pet food brand.
Alphia offers retailers the resources to innovate the right products and manufacture them safely at scale.
2024 Category Captain
Body Part Chews: Jones Natural Chews
With an extensive background in the meat-cutting profession, the Jones family was well positioned for entering the pet industry to produce body part chews, according to Jones Natural Chews CEO Laura Jones. In the beginning, the Jones family cooked pig skins for the family’s dogs during the late 80s—essentially upcycling the less desirable cuts from the Jones family’s butchering business before upcycling was trendy. An added plus was their first pet-owning customers were local and welcomed knowing where the meat used in their pets’ treats and chews was sourced from.
“With our entire family work history stemming from the meat-cutting profession, body part chews make the most use of our skillset,” said Jones. “We began cooking pig skins for dogs in the late 80s and found success. It wasn’t labeled ‘upcycling’ then, but ultimately that is what we were doing. The butchering business meant that we had cuts and pieces that were not desirable for human consumption, but certainly made dogs happy. Our original customers were all very local, and they appreciated knowing where their dogs’ treats came from.”
The family’s emphasis on supporting local businesses and US-sourced ingredients only progressed from there. Jones believes the family business has prospered due to company leadership staying actively engaged and involved in the production of its treats and chews to ensure they are surpassing stringent safety and quality regulations. Fur-
ther, the company sources meat from US farms and ranches in an effort to promote local farms and jobs. She noted that despite expanding its national reach, Jones Natural Chews at its core is a small family-run business and by staying in step with its production, the company stays true to its standards. One of these standards is the company’s commitment to serving dogs treats made with real food void of artificial ingredients.
“Remaining hands on, literally keeping your feet on the production floor, is a great way to stay grounded,” Jones said. “Our products are all meat-based, with that all being raised on farms and ranches in the US. Supporting US farmers and jobs is an important part of who we are as a company, because we started as a small family-run shop. The further you stray from the production processes, the easier it is to compromise your own standards. The other crucial mission decision we made and have never strayed from, is our belief that dogs deserve real treats that are free from artificial ingredients.”
As a small family-run business that has deep roots in its mission of being a trustworthy, consistent and reliable partner for retailers, Jones Natural Chews continues to thrive within the industry through collaborative partnerships. Having a reputation for being a responsible partner—meeting deadlines, keeping promises and providing fair prices—is key to staying competitive within the category, Jones explained. When faced with scale and
growth challenges, having dependable partnerships helps to balance out and ease the stressors associated with these challenges, she said.
“Remaining true to our original mission has helped foster a strong sense of trust, consistency and dependability that our customers appreciate,” Jones said. “It may sound quaint, but we have found that being a good business partner—being on time, honoring promises, offering fair prices, etc.—has meant that we can continue to compete. Scaling and growth can be a challenge, but strong collaborative relationships ease those burdens. Remaining nimble has always been a priority. If you keep your principles simple, that leaves plenty of time and space to develop new products, processes and packaging.”
Jones Natural Chews is looking forward to seeing how the industry’s shift towards offering more natural products sourced from US produced ingredients will continue to unfold in the near future. Supporting locally owned and US business is a boon for pet owners in addition to the communities and environment. The industry’s shift towards a more sustainable approach to manufacturing and business operations lines up with Jones Naturals Chews’ dedication to quality and the future of the planet, Jones said.
“It has been our pleasure to watch the industry move to offering more natural products that are sourced from US ingredients,” she added. “We think that serves our neighbors, the climate and of course, our consumers well.”
2024 Category Captain
Milk Substitutes: PetAg
Originating as a subsidiary of Borden Dairy in 1930, PetAg stands apart as a trailblazer within the pet nutrition space. PetAg’s journey started with a band of colleagues who called attention to a fundamental requirement for puppies and kittens: they need their mother’s milk to properly build their immune system and for the growth and development of their eyes, bones and organs. When it came to puppies and kittens separated from their mothers or canine and feline mothers who couldn’t nurse, an alternative was nonnegotiable. This group of animal lovers kickstarted the science of animal milk replacement.
For more than 90 years, PetAg’s path has led the company to its current destination: a leader in milk replacers, transition foods, feeding accessories, grooming products and nutritional supplements with the intent of caring for some of the industry’s most vulnerable animals. A drive to nurture and protect defenseless puppies and kittens has unfolded into a decades-long commitment of building a rapport with veterinarians, shelters, breeders and groomers.
“The need for an alternative to mother’s milk for puppies and kittens that were not able to nurse was first recognized by a small group of innovative pet lovers in the company,” said Senior Brand Manager Sean Magee. “Since that time, PetAg has been a leader in advancing the science of animal nutrition. We have been nurturing pets during their most vulnerable stage of life for more than 90 years, and that longevity has helped us build trust with experts and enthusiasts across the category including veterinarians, shelters, breed-
ers, groomers around the world.”
PetAg has an unwavering dedication to nurturing puppies and kittens unable to nurse that is deeply rooted in the company’s mission to be a dependable resource for these animals. During the company’s tenure, PetAg’s priorities have evolved; however, its mission and purpose for being in the pet industry has remained constant.
In order to maintain a strong bond with consumers, PetAg has remained committed to producing top tier quality products, providing exceptional customer service and turning consumers’ feedback into actionable items. This has all been driven by PetAg’s purpose—to help humans and pets enjoy more healthy years together—and its mission, which is to provide trusted, high-quality pet nutrition for proactive health across all states of life.
“Much has changed throughout the course of the last 90 years but the need for supporting puppies and kittens unable to nurse by themselves has not,” Magee said. “As a result, delivering trusted and dependable solutions to those needs has remained core to the PetAg purpose and mission for generations. While the articulation may have differed throughout the years, our purpose and mission have always been based on delivering trusted quality.”
“PetAg goes to great lengths to ensure we are staying connected with our consumer,” he continued. “We have more than 78,000 5-star reviews on a prominent online retailer, and we make sure to keep our finger on the pulse of our consumer feedback. This way we can continue to meet our consumers’ evolv-
ing needs and are reminded everyday of our purpose and mission!”
Magee attributes the brand's success to a handful of key qualities: an unwavering commitment to high-quality products, prioritizing investments in research and development, longevity— having spent more than 90 years accruing knowledge and expertise within pet nutrition—compassion for vulnerable animals and staying connected with pet owners.
“PetAg is America’s No. 1 selling puppy and kitten milk replacer brand for a reason,” Magee said in reference to the findings of reported sales data from Stackline and Nielsen for milk replacers sold in 2024. “The leadership of PetAg in the milk replacer category and our reputation as an innovator can be credited to our brand’s personality and qualities of earning more than 90 years of delivering high-quality nutrition; empowering pet owners to proactively enhance the lives of their pets; delivering formulas and claims that are backed by reliable research, and none that are not; and cultivating a culture of learning around the latest in pet nutrition and the evolving needs of the consumer.”
“These PetAg leadership qualities stem from our adherence and belief in our PBI Gordon Companies values,” he added. “They drive the passion we bring to work every day through delivering quality products with the highest ethical standards; encouraging initiative as we identify and meet the needs of the marketplace; and focusing on the mutual success of our customers, suppliers, and employee-owners.”
2024 Category Captain
Durable Toys: Jolly Pets
As a driving force within the durable toys category, Jolly Pets produces long lasting, high-quality, durable toys that can hold up to the bite force and energy of hyperactive dogs. The company offers durable toys that keep dogs busier for longer and initiate higher quality, extended and tougher play time with their owners. Durable toys are also great for helping engage dogs’ natural drive, which in turn leaves dogs happier and more tired.
“Jolly Pets entered the durable toys category because we saw a real need for high-quality, long-lasting pet toys that could stand up to the energy and play habits of all types of dogs, especially power chewers,” said Louisa Casto, Marketing Director at Jolly Pets.
“Pet owners were looking for toys that weren’t just fun, but also safe and resilient, providing pets with extended playtime without constantly needing to be replaced. By developing products designed for durability, we could bring pet owners peace of mind while keeping pets engaged and satisfied. We knew we could fill this need by combining innovative materials with clever designs, allowing us to create toys that not only endure but also foster meaningful play.”
“Our mission has always been to en-
rich the bond between pets and their owners by providing high-quality, fun and safe products. We continue to innovate while staying true to this vision by prioritizing pet wellbeing and safety in our designs. Every new toy is created with the intention to support pet play and mental stimulation, without compromising on durability. Staying close to our roots allows us to create products that not only make pets happy but also build lasting trust with pet parents,” Casto continued.
The company has utilized its strong leadership team to create products pets and their owners love and can use over a longer period of time.
“Leadership at Jolly Pets has always emphasized listening to customer feedback, staying nimble and committing to quality. We foster a collaborative culture where innovation is encouraged, which has been key to staying ahead in a dynamic market. Our approach has been to constantly evolve based on both industry trends and consumer needs while maintaining high standards for every product we put out. By being responsive, transparent and focusing on creating real value, we’ve been able to build both growth and a strong, positive reputation,” Casto said.
“Competition in the durable toys space pushes us to keep improving and reinforces our commitment to quality and innovation. It drives us to continually ask how we can make our toys more engaging, sustainable and resilient, which ultimately benefits our customers. By studying our competitors’ approaches and innovations, we gain new perspectives and stay proactive in meeting market demands, ensuring we deliver products that stand out in terms of both durability and customer satisfaction.”
Jolly Pets prioritizes its partnerships to ensure the relationships it has built are strong and reliable.
“Maintaining strong relationships with our retailers is essential to Jolly Pets’ success. We prioritize open communication, work closely with them to understand their challenges and needs and provide them with support so they can effectively serve their customers. This partnership approach builds trust and ensures we’re aligned with their goals, fostering a collaborative environment. We see our retailers as extensions of our team, and our goal is to empower them with resources and knowledge to make Jolly Pets products a success in their stores,” Casto said.
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2024 Category Captain
Air-Dried Foods: ZIWI
As more companies come into the airdried foods category, ZIWI is making sure retail partners and consumers alike understand the ZIWI difference in terms of not only quality, safety and reliability, but also company leadership that nurtures growth from within, supporting room to test and innovate as it works to meet the nutritional needs of pets worldwide.
“In such a growing segment of alternative-to-raw nutrition, we’ve seen many competitors enter this space which is a testament to our ZIWI Peak Original Series’ reputation,” Senior Marketing Manager Jessica Krueger said. “We also were able to improve the capacity of the production of that line at our new super-kitchen in New Zealand and re-saturate the market with our ZIWI Peak canned wet recipes for dogs and cats. This has allowed us to grow our stake in claiming a greater share of pets’ bowls, as we provide highly nutritious and palatable options for pet parents, allowing them to introduce new textures and recipes to their pets’ diet.”
ZIWI has been resilient with pushing boundaries behind the scenes, Krueger said. “Our original air-dried series was created unlike any other and has remained vastly similar to its very original recipe, which is a testament to our dedication to getting things right and upholding the strictest quality standards. This is a quality that is embedded within everything we do and will continue to do in the future as we innovate into new formats.”
This year, ZIWI introduced a new
Steamed & Dried product at the New Product Showcase at SUPERZOO, combining a delicate micro-steaming technique along with gentle air-drying. “We hope attendees do their due diligence in really paying attention to those first eight ingredients on the back of the pack and realize that not all air-dried recipes are created equally,” said Krueger.
She explained the difference: “The industry needs to pay special attention to what air-drying means. While many claim air-drying to be a part of their process, it often is glorified baking or dehydrating. ZIWI’s Z-TWINTECH technology is proprietary and unique to our brand, which is what gives our air-dried its unique look and texture. That’s why it won’t look like other dehydrated, baked or overly processed formats that might market their products as otherwise.”
Whether in product development or marketing, ZIWI has been a champion of the people who keep the company in operation each day. Krueger herself came to ZIWI while finishing up her MBA degree. “I am very proud of introducing a new media mix and channel strategy for our marketing initiatives,” she said. “My team has done an incredible job of localizing global marketing materials to best relate to our market, and we are seeing the return in sentiment, engagement and conversion. We have tried a host of new things since I have been with ZIWI including multiple revamps of our influencer program, launching public relations efforts, creating in-market content and forging into
programmatic advertising. Not everything has been a sweeping success, but I continue to ideate, test, monitor, report and react to findings to make sure we are getting better each and every day. Seeing that the result of which is more pet parents finding ZIWI, which in turn improves their dogs and cats’ overall wellbeing, I feel immense pride and joy in the role I get to play here at ZIWI.”
Manned with staff who genuinely support the vision and mission of ZIWI, the company is undeterred by the increase in competitors in this space. “Consumers are realizing more than ever just how convenient the scoop and serve air-dried format is and appreciate the gentle process which helps maintain the nutritional integrity of its raw ingredients,” Krueger said. “We expect to see even more manufacturers and brands entering this space, as there have been consistently more and more entrants to this space throughout the past several years.”
Essentially, “With ZIWI’s world renowned and self-pioneered technology, we have set the stage for this segment to grow and haven’t steered away from the principles that have given way to the success and uniqueness of our product like our pure New Zealand origins, peak ingredients and peak processes. While many products entering this space claim to be air-dried, we implore pet owners to ask what air-drying means to them—you might be surprised about the variety you would find in the answers across brands.”
2024 Category Captain
Premium Food: NutriSource
The premium foods category has been able to grow and expand into more than just better, high-quality ingredients due to companies like NutriSource who continue to innovate and progress the category into different playing fields. For example, the company has produced premium, limited ingredient treats, canned foods, dry foods, supplements and more for cats and dogs of all ages. Pet owners have been able to rely on the company’s products as they not only provide healthy and nutritious meals but also an experience for both pets and their owners.
“We want to play a role in the vitality of pets and humans. We are all about inner health, not outer hype,” said Kyle Gallus, VP of Brand Development with NutriSource Pet Foods. “For decades, NutriSource has remained steadfast in our commitment to create nutrient rich products allowing pets to receive abundant nourishment and gut health. By focusing on inner health, we sustain the vitality of pets and nourish the quality of their lives.”
“When it comes to the importance of understanding your pet's health from the inside out, we focus on high bioavailability supporting your pet’s digestive system to convert into a robust body, cognitive longevity, strong bones and a beautiful coat. We feed the microbiome of pets necessary for full utilization of proteins and nutrients which positively affect the pet’s physiology,” said Gallus.
“We have a history of trust among pet parents, and we don’t take that for granted. We are a company that is inten-
tional about everything we do. To nourish the longevity of a pet’s life, we focus on both the nutrient density of our products and promoting the gut health of the pet. This combination benefits pets by giving them more nutrients to absorb and fostering gut health to allow for those nutrients to be absorbed. All this leads to happier pets and peace of mind for pet parents,” Gallus said.
The company references its partnerships as an example of how it has been able to provide more than just food for pets.
“Our partners are absolutely dedicated to providing pet parents solutions and peace of mind. They are collaborators, partners and innovators in how they deliver for their community. They extend beyond just the experience of our pets, but they are passionate about the communities they serve,” Gallus said.
In a recent interview with Pet Insight, NutriSource outlined the company’s success at SUPERZOO this year and how it was able to accomplish its goals and exceed expectations.
“At this year’s SUPERZOO, NutriSource had a clear set of goals focused on showcasing our latest innovations and strengthening our market position. Our primary objectives were to introduce our full set of new treat launches, unveil our redesigned product lines, highlight our emphasis on cat products with our ‘Power the Purr’ campaign and debut our new supplement line,” said Allison DeLisle, Shopper Marketing Coordinator with NutriSource.
The company had several launches within the premium foods category, specifically in the canned foods sector.
“At this year’s SUPERZOO trade show, several key trends in the canned foods category stood out. One major trend is the growing consumer demand for transparency and high-quality ingredients. Pet owners are increasingly looking for products with clear, ethical sourcing and minimal processing. Another trend is the rise of convenience and sustainability, with a focus on packaging that is both functional and environmentally friendly.”
“We noticed that consumers and retailers are placing a high value on transparency regarding ingredient origins. NutriSource is well-positioned to capitalize on this trend due to our cannery in Delano, MN. By sourcing our own ingredients and manufacturing our own cans, we maintain strict control over the quality and traceability of our products. This allows us to offer detailed information about the ingredients and production processes, which resonates with the growing demand for transparency,” explained DeLisle. “Another hot topic is the push for sustainable packaging solutions. Many attendees expressed interest in products that are not only high-quality but also environmentally responsible. NutriSource is committed to addressing this concern by continually exploring ways to enhance our packaging sustainability. Our in-house canning capabilities enable us to implement eco-friendly practices and innovations more effectively.”
2024 Category Captain
Eye and Ear Care: Pet King Brands
The eye and ear care category has branched out from the grooming sector and become its own category based on pet owners' further education on the various ways to tend to and care for their pets. Pet King Brands has made this maintenance and care convenient and easy for owners as well as comfortable and safe for pets.
“Pet King Brands entered the industry 25 years ago when a German Shepard named Elizabeth, who suffered from chronic ear conditions, inspired the innovation of ZYMOX Ear and Skin and Oratene Brushless Oral Care products,” said Debra Decker, Director of Marketing. “Thanks to Elizabeth and her owner, Pet King Brands’ President and Founder Pam Bosco, ZYMOX and Oratene have helped countless pets around the world have healthier ears, skin and mouths. These core values remain in the development of new products such as the ZYMOX Advanced Enzymatic Ear Wipes, revolutionized with enzyme-based care that does no harm.”
“We remain focused on the health and wellness of animals of all ages and sizes by utilizing the power of the LP3 Enzyme System, an innovative and patented system based on more than 40 years of advanced technology. This allows us to lead the category in increased effectiveness without the adverse side ef-
fects,” Decker said.
In a previous interview with Pet Insight, Pet King Brands gave an inside glimpse of the company’s goals for SUPERZOO, which in turn widened the lens on the company’s mission and core values.
“We hope attendees learn about the importance of ear care, especially in these summer months. Keeping pets’ ears clean is essential to preventing infections and promoting a healthy flora. Our ZYMOX Advanced Enzymatic Ear Wipes naturally and conveniently cleanse dirty, waxy ears to alleviate temporary redness and discomfort. These wipes feature our renowned LP3 Enzyme System, an effective yet gentle antibiotic alternative that is non-reactive and non-toxic,” said Decker. “We also hope to demonstrate the importance of our products for at home care with dogs and cats suffering from allergies. Many pets with allergy symptoms have dermatology issues and scratch and gnaw at the skin. Pets weakened by allergies become susceptible to ear infections, itchy skin, hot spots, yeast overgrowth and general bacterial and fungal infections. Additionally, our dental products provide easy at-home oral care for senior pets on medication and/ or suffering from dry mouth.”
“As a leader in the grooming cate-
gory, we anticipate conversations surrounding the importance of doing no harm. Our pets are our family, and it is important that the products we use to treat them are of the highest quality and value. Our diverse product line offers non-toxic solutions with easy-tofollow protocols to reduce stress on our beloved pets. Unlike harsh antibiotics, antimicrobial enzymes selectively target single-celled organisms, preventing disturbance to the normal flora. The LP3 Enzyme System is so effective that it need only be applied once daily and does not require pre-cleaning—reducing pain and fear in pets!”
Pet King Brands emphasized the importance of its partnerships and the common values they share.
“Retailers that partner with Pet King Brands are truly interested in being an educational source for proper pet care. Our products harness the power of enzymes to reduce stress on our animals, a key priority for our team and our partners,” Decker added.
“Looking at the company’s product offerings and mission as a whole, we strive to educate consumers on the quality that is reflected in the upfront cost of our products. Pet parents are able to save money in the long run by starting treatment with our proven technology,” said Decker.
EAR INFECTIONS
The #1 Reason for Vet Visits
• Gentle and easy-to-use
• No pre-cleaning
• The proven natural antibiotic alternative
• Patented enzyme formula
• Once daily application BEFORE AFTER
2024 Category Captain
Puppy Chews: NPIC
NPIC came into the puppy chew category in response to growing demand for high-quality, natural products tailored for young pups. A white space within the category presented an untapped opportunity for NPIC; chews at the time contained artificial ingredients and were not suitable for puppies’ distinct nutritional and behavioral needs. NPIC disrupted the category with the introduction of its N-Bone Puppy Teething Rings, which were formulated with top tier ingredients, namely real chicken and fish oil, and were void of artificial ingredients and common allergens that were typical in treats offered at the time. This flagship product line, influenced and guided by pet parent feedback and addressing the specific needs of puppies, allowed for NPIC to gain traction within the puppy chews category and propelled the company to the status of a leader that relieved pet owners could depend on.
“NPIC’s entry into the puppy-focused chew category was driven by two factors—market demand and consumer trends,” explained VP of Sales and Marketing Sam Chen. “There was a growing demand for high-quality, natural chews tailored specifically for puppies, as pet owners became more conscious of their pets' health and nutrition. Note that this was long before pet humanization became such a focus in the industry, but we identified the increasing needs and made the decision to focus on this niche. Many existing products contained artificial ingredients or were not suitable for young dogs, leading to a need for safer, healthier alternatives. Addition-
ally, the products in the market at the time were not designed specifically for puppies’ nutritional and behavioral needs, leaving a vacuum that eventually turned into a huge growth opportunity for NPIC.”
“What was missing at that point of time were plenty—quality ingredients, age appropriateness, variety and flavor,” Chen continued. “Many products lacked transparency regarding their ingredients, with a focus on low-cost fillers rather than nutritional value. Meanwhile, few chews were designed specifically for puppies, considering their developing teeth and behavior. Lastly, limited options in flavors and textures made it challenging for pet owners to find appealing choices. Therefore, NPIC launched N-Bone Puppy Teething Rings, a uniquely shaped puppy chew made of high-quality ingredients such as real chicken, fish oil and natural herb."
NPIC’s flagship product was met with positive reviews and feedback. But the company didn’t stop and rest. NPIC’s puppy-focused chews have expanded to include peanut butter and pumpkin flavor profiles in a variety of textures and sizes such as x-shaped or rounded, to address preference by breed and safety for small mouths and snouts.
“Our passion for solving problems for pet owners and their pets didn't stop after the launch,” Chen said. “The product line continued to evolve, incorporating various flavors, form factors, sizes, and textures. While chicken—our first flavor—remains the top seller, we've since introduced pup favorites like peanut butter and pumpkin, now our sec-
ond and third most popular options in the market. We've also diversified our shapes and sizes, offering round and x-shaped chews to accommodate different breeds and chewing styles. Furthermore, we've expanded our assortment with various pack sizes to meet different needs—single packs for trials and rewards, and larger 6-packs for better value. All these innovations stem from the all-natural formula we originally created for puppies, which together has set the standard for the category.”
Chen makes a point of educating pet owners on the importance of encouraging puppies to engage in preferred behaviors with positive reinforcement while nipping negative behaviors, such as chewing table legs or pet parents’ shoes as examples, in the bud.
“The early stages are foundational to a dog’s life, and ensuring that you offer your growing puppy chews that not only help keep them occupied and entertained, but also offer nutritional benefits is key,” Chen said. “Our puppy chews like the Puppy Teething Rings and Puppy Teething Sticks specifically include DHA for cognitive support and calcium to encourage healthy teeth and bones. Their bodies are growing at a rapid pace so setting them up for a healthy life is vital. And owners want to encourage healthy chewing in their puppies to help avoid frustrations at home. Offering their new pups a chew that is going to not only support healthy development, but also save a shoe or two, keeps everyone happy.”
2024 Category Captain
Catnip: SmarterPaw
Feline and canine toys are steadfastly shifting towards premiumization. Through tailored and thoughtful marketing and educational outreach, pet owners fully appreciate and understand why an arsenal of toys for their pets is crucial to their cats’ and dogs’ physical and mental well-being. Whether it’s intended for exercise, strengthening and conditioning the pets’ mind and cognition, soothing pets while their parents are occupied or simply keeping the animals temporarily distracted, toys are a necessity, and pet parents are willing to pay up for toys that guarantee safety, fun, reflect the pet parents’ tastes and sense of humor and align with pets’ chewing and playing styles.
SmarterPaw’s portfolio reflects these requirements and has demonstrated how catnip infused toys tend to check the boxes of what pet owners are demanding from toys. Catnip filled toys offer seemingly polarizing attributes; it can soothe and comfort some pets when needed and also stimulate other pets who need to burn up energy.
“The leading trend we see in the toy market is the continued premiumization of the market, or ‘toy plus’ category for pet parents wanting more from their toys,” said Scott Ragan, Managing Partner and CEO of SmarterPaw. “For more than 10 years, there has been a shift to more premium, natural ingredients in food and treats, as well as better quality, more natural materials in toys and supplies. Today’s pet parents are looking for quality brands that offer opportunities to enhance the relationship and time spent with their pets, making the relationship better and more fun. As a company whose sole purpose is to improve the lives of pets and their people, because of this focus, we are innovation leaders in our space because of our talented team and their love for pets. Great
people, great products, innovation and more support!”
While the toy category overall is moving towards higher quality materials and price points that reflect the craftsmanship of these items, catnip infused toys are having their time in the sun. Catnip stands out for its ability to energize felines and subsequently promote playtime and bonding between felines and pet parents.
“We see the most exciting thing about the catnip category at present being the stimulation and interaction it incites with your pet—both dog and cat,” Ragan said. “We only see that evolving into more exciting and fun new catnip and cat toy forms that expand usage.”
Catnip also resonates with pet owners who value pet products constructed with natural ingredients. An herb, catnip plays a leading role in SmarterPaw’s products, however the company also integrates other herbs such as silvervine and valerian root which also possess soothing and calming properties.
“Catnip is a natural herb that promotes play and natural wellness,” Ragan said. “Cats also enjoy many other herbs and have similar natural wellness benefits. Our ever-changing cat blends are a testament to this. Education and innovation will create more opportunities for the category and pet parents. Meowijuana's Catnip Blend Bottles are unique blends of catnip and silvervine, valerian root, passion flower, lavender, chamomile or dandelion ‘rolled’ into convenient bottles. Catnip Blend Bottles are pure enjoyment for all!”
SmarterPaw has taken notice of shifting demands and expectations of pet parents who trust and value pet products made with natural ingredients and materials. SmarterPaw is dedicated to adjusting and reflecting current consumer demands with its lineup, Ragan
said. Catnip is a wonder for its ability to offer polarizing effects—catnip can both calm and invigorate pets. Even though neighboring categories have proven they can placate cats and dogs, some pet owners feel more comfortable with catnip, Ragan said.
“We have seen shifts occurring with pet parents' demands, and SmarterPaw is constantly evolving our assortment to meet the growing demand,” Ragan said. “Pet parents continue to look for natural products and solutions for their pets, as well as toys that are designed to meet the needs of dogs who are tougher chewers. Regarding natural solutions, we hear many pet parents and retailers alike looking at solutions for the calming market but may be less comfortable with supplements or CBD. Doggijuana offers fun toys to promote natural play and exercise with the added benefit of Juananip– natural, organic herbs that promote play engagement and calming.”
“SmarterPaw’s success has been driven by three key elements—innovation, collaboration and execution,” Ragan said. “On the innovation front, our assortment of Tuffer Chewer toys, in themes and sizes, continues to grow, as well as the assortment of our Juananip that helps pets chill. We are grateful for the many selling partners who have embraced Doggijuana and continue collaborating with us in the final selection of fabrics, colors and fun merchandising solutions that drive results. Our team is focused on driving excellent execution—quality and fill rates.”
Driven by fresh ideas, teamwork and achievements, SmarterPaw continues to thrive. The company has managed to expand its Tuffer Chewer toy selection in addition to its Juananip products designed for pet relaxation.
2024 Category Captain
Plush Toys: PetShop by Fringe Studio
Within the plush toys category, Petshop by Fringe Studio has made challenging consumer demands seem more feasible. The plush toys category might not have initially brought sustainability and durability to the table, but when a company like PetShop by Fringe Studio entered the category, these trends became more plausible.
“PetShop by Fringe Studio was established based on a love for art and creating custom products with intentional design,” said Jennifer Kruegel, Director of Product Management - Pet with Petshop by Fringe Studio. “Although we started with other pet functional and pet lover products, we saw a hole in the market and knew we could give consumers something unique in the pet toy category. Ever since our first launch of pet toys in 2018, we’ve had excitement growing around our brand and continue to be a leader in innovation within the plush toy category. When we started creating plush dog toys, we knew our original toy designs created by our inhouse illustration team would resonate with the market as the plush toy category needed a refresh and felt a little stale.”
“Based on our sales and research, pet owners and retailers should be focusing on a couple key aspects of plush toys to meet consumer demands,” Kruegel said. “Durability continues to be a big
discussion for plush toys and consumers are looking for safe ways to prolong playtime. The use of chew resistant materials, more durable bindings and reinforced materials have become more desirable when they’re still able to offer the soft aesthetic pets tend to love. Sustainability is another big topic within the plush toy market. With the rise of environment awareness, offering plush toys made from recycled, organic or earth friendly materials continues to be important to reducing our environmental impact.”
“We also have a loyal following of our iconic T-Rex and sloth characters that consumers collect as we update them for the different seasons throughout the year,” she continued. “Plush toys are now our largest product category and over the last couple of years we’ve expanded our team to meet the demand for newness and innovation. We continue to push ourselves to think outside the box and offer dog toys that are unique and help enhance and/or extend playtime without sacrificing style.”
When it comes to bringing durability and sustainability to a category like plush toys, innovation tends to be a key component.
“Design and innovation have always been at the forefront when we’re creating new plush toys; however, now more than ever, consumers are craving
toys with more function, durability and value,” Kruegel said. “Plush toys with a squeaker continue to be a staple in the pet toy market, but when brands can offer more function, larger and louder squeakers, and multiple features within a toy for a similar price point, these functional toys are becoming more valuable. Consumer research also has highlighted the value in play for pets and how play can offer a range of physical, mental and emotional benefits. From bonding time with other pets or pet parents, exercise, mental stimulation and even comfort, pet toys are important to help foster play and keep pets happy and joyful.”
“Interactive and multifunctional toys that provide enrichment and stimulation are another key topic among consumers for plush toys. Offering pets toys that can mentally and physically stimulate and keep pets entertained for longer periods of time are continuing to be something consumers are looking for,” she added. “As retailers are looking to build their assortments through 2024 and into 2025, they should consider PetShop by Fringe Studio as a category catalyst for our diverse range of products, uniqueness, quality and value. Our premium plush toys continue to drive our business, and with our broad assortment of varying price points with multi-feature details, we appeal to what consumers are looking for.”
2024 Category Captain
Shampoos and Conditioners: Pure and Natural Pet
Pure and Natural Pet Founder and CEO Beth Sommers was determined to turn the industry on its head with shampoos and conditioners that challenged the way current manufacturers were doing things and what pet parents had learned to accept. Sommers revamped the category with products that infused premium ingredients in efficacious doses, keeping skin and coats clean and treating dry skin and dull coats, all the while keeping the pet’s safety as the focal point.
“Our Founder and CEO Beth Sommers set out on a personal mission to enter and disrupt the pet grooming category,” explained Brian Taus Pure and Natural Pet President. “Beth wanted to fill critical gaps in the pet shampoo and conditioner market by creating products with premium ingredients aligned with her commitment to safe, effective, natural and USDA organic products.”
Taus pointed out how Pure and Natural Pet has never deviated from its original mission and reason for disrupting the grooming category: to make accessible products that are concocted with clean and organic ingredients and are safe for pets. Going further, the company has invested in product education and transparency in its sourcing and manufacturing to help pet parents understand why they should demand more than what previous generations of pet parents bathed their pets with. These efforts have paved the way towards developing trust and loyalty from pet parents who realize there are alternatives
that are dependable and effective and mirror the caliber of the standards of the human grade products they use on themselves.
“Pure and Natural Pet has stayed true to the original mission and vision by ensuring that our products and practices consistently reflect our core values,” Taus said. “Our unwavering dedication to clean, safe and natural ingredients is the foundation of our reputation and the reason our consumers are so loyal.”
“We prioritize honest communication about our ingredients and products, educating consumers on the benefits of natural grooming solutions while raising awareness about the risks of synthetic alternatives,” he continued. “This transparency, showcased on our website and throughout our marketing materials, fosters trust and strengthens customer loyalty to our brand.”
Taus attributes Pure and Natural Pet’s enduring presence and successes in the category to a combination of robust leadership within the company and never veering from keeping pets safe and healthy while using sustainable ingredients and processes. To stand out, Pure and Natural Pet has been challenged to go against the grain and to nudge pet owners to question the products previous generations used. Moving forward, the company will continue gaining and maintaining trust through researching organic and hypoallergenic ingredients and obtaining respected and credible industry certifications.
“The growth and reputation of Pure
and Natural Pet as an innovator in the shampoo and conditioner category stems from key leadership qualities and strategies that have driven our journey from inception to success,” Taus said. “Central to our approach is a clear vision for developing products that emphasize safety, efficacy and sustainability. By maintaining a long-term mission to revolutionize pet care, Pure and Natural Pet has consistently set trends rather than followed them.”
“A commitment to continuous improvement is at the heart of our strategy,” he continued. “Our leadership has prioritized research and development to create innovative formulas, including organic and hypoallergenic solutions. Additionally, we ensure that all product claims are substantiated by credible certifications and supported by honest and transparent communication, reinforcing trust in our brand.”
From Pure and Natural Pet’s point of view, retailers are key in educating pet parents about their products, spreading their mission and influencing pet parents to try out the shampoos and conditioners.
“We view our retailers as true partners, playing a key role in sharing our brand’s great story directly with pet parents,” Taus said. “Pure and Natural Pet is not a ‘me too’ brand—we are distinctive. When pet parents discover our products, they find something truly special. This creates a mutually beneficial relationship that builds trust and fosters long-term loyalty.”
Wipe Away Plaque, Tartar, and Bad Breath
Dental care made easy
Dental care is an important step in your dog’s grooming routine as it can have a significant impact on the overall health of a dog. Our easy-to-use finger dental wipes provide a safe and gentle way to clean your pet’s teeth while fighting plaque, tartar and odor causing bacteria. Using only the purest ingredients, these dental wipes improve dry mouth and gingivitis, while reducing inflammation, bad breath, and tooth decay.
INTERVIEW
You’ve previously said that when you joined the pet industry in 2005 your goal was to disrupt the industry by taking a different approach than what existing retailers had already taken. How have you continued to uphold this mindset that has done well for Hollywood Feed throughout the years?
The strategy is working. I continue to lead and the business continues to scale and grow at a rapid rate. When we look at the space and we look at what we’ve been able to do, it’s the validation that the pet industry had a certain amount of white space in it that we were able to serve and do a job with. What makes working in the pet industry continuously rewarding?
Well, it’s the pets obviously. There aren’t many industries that you can work in where the focus of your business loves you back. I love cars and spent years in the auto parts business but as much as I loved the car, the car wasn’t going to love me back.
What is your personal philosophy in mentoring and modeling leadership for Hollywood Feed’s store associates? What are some of your leadership traits you hope have passed down to them?
Well first and foremost, it all starts with hard work. I’m a farm kid originally and growing up on a farm, you learn that hours have no meaning and that you really have to be dedicated to what you’re doing to be successful in farming and ranching. That would be the first thing.
The second thing I would say is continuous improvement. That as individuals, people don’t want to put the effort
into a continuous improvement in their own lives, and you have to. Now that I’m older, I continue to push myself to get better and better every year. And those would be two key traits that have to happen.
And the third trait would be we are very data driven. The world has a tremendous amount of data available to it today and there’s still some people out there who are trying not to use it. How have the pet specialty channel and pet industry at large evolved in the last four to five years?
There were two pivotal events that happened in the last five years. DCM [dilated cardiomyopathy] obviously was a pivotal event, and it was probably the first volley that came across.
Covid was the most recent volley, and both of those showed the durability of the pet channel and its ability to pivot to new and different directions. It also made us aware that as big as we think we are, there are forces outside of our channel that are directing the future of the channel and the future of the pet industry in different ways than many of us have thought about before.
The reality when you looked at Covid in particular was delivery became a survival engine for us. It wasn’t just a nice to have or a maybe to have; it was an if you want to live, you are going to have to handle delivery. You are going to have to handle curbside, and those two pieces in particular are easy to say but
much harder to do well. And those have created a shift in strategy within the entire pet channel that most people I don’t think have realized yet.
What role do you see AI playing in the pet industry in the coming months?
It’s already playing in the pet industry. We’ve had several applications up and running for a number of years now within Hollywood Feed and I don’t think I’ve been bashful about saying that I’m a big proponent of automation. AI at the end of the day is just a way to automate using software instead of using hardware. We have used algorithms for decades now to automate the easy stuff, and what AI is bringing to the table is your ability to take real time data and automate and adjust off the real time data.
The last time we talked, you predicted there will be a reduction of independent pet retailers due to a combination of department stores entering pet, a rise in direct-to-consumer brands and brands selling directly to pet owners. At this point in time, how would you assess the accuracy of your prediction?
I got invited to speak not too long ago at a small business symposium, and it was flattering, but it was also telling that they didn’t realize just how big Hollywood Feed was, and that we no longer
Shawn McGhee, President & CEO, Hollywood Feed
Interview: Shawn McGhee, Hollywood Feed
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qualified as a small business anymore. When you look at the days when PSP, Hollywood Feed, Pet Food Express and Mud Bay were classified as small businesses, those days are over. The days of them being classified as indies should be over.
But definitely a lot more personable than the mass and big box retailers.
It’s a different strategy. It’s an approach to the market. We need products that need to be sold in the store and the story needs to be told in order for those brands to be successful. Petco and PetSmart need products that just fall off the shelf and fall into the cart.
It’s a different strategy and I believe that you have to have a strategy for long term success that makes sense in the category. For a lot of years the independents survived by using real estate that the majors wouldn’t go to or selling products the majors couldn’t sell. Or offering services the majors couldn’t sell. And today the majors for the most part are offering all of that and the days of hiding behind real estate are gone as soon as delivery came into play. Every day we see that we have similar products and services, and frozen products will only last so long and at some point the majors are all going to move into those areas. When you look at services, you can’t classify Woof Gang as an independent when they are as large as they are and they offer the full suite of services, so for independents, it’s really about getting your strategy together and figuring out who you’re going to be when you grow up. And there’s only one way to go and that is to grow. The days of ‘I just want to own one store and be my own little person out here’ are becoming limited.
How would you describe the current state of the pet industry?
The growth is really strong. Inflation has covered up some of the ills of the category though. When you look at all the majors—particularly the public majors—you can see they are losing customers, and those customers are being lost to food-drug-mass. Whether that food-drug-mass is Kroger or Walmart or someone like that, you can look at the data and see clearly there is a shift
in the customer mindset. The price increases that have been taken to the shelf aren’t being tolerated very well. So that’s putting a lot of pressure on a lot of people.
How has Hollywood Feed continued to remain a forerunner in the channel?
We have always had this strategy of putting the business and the customer first. We are one of the few left that have the long term generational point of view and the capital to be able to continue to grow. And most of the others are waiting to be sold. And when I say most of the others, I’m talking about the brands that are cheap scale. All of them are either public at this point, in which case they’re fighting the quarter to quarter issues, or they’re sitting there trying to figure out how they’re going to get out of an investment that they have. We are one of the few sitting here right now saying, “How do we keep doing what we’re doing better every single day?”
When you look at AI, I don’t look at it as this world changing event. I look at it as a continual evolution of what’s happening with math that we were already using. Whether that math was linear regression or whether that math was probability analysis, we’ve been using that for decades. AI is really tying some of those pieces together and allowing us to automate—at least at the application layer—a lot of real time data that we weren’t able to automate in the past, and it’s really giving us efficiencies that we haven’t seen before. And whether those efficiencies are on cost or those efficiencies are around compliance, safety, performance, all of those are huge windfalls for the customer, and that’s where we’ve got to keep focused. From the start, your goal was to see Hollywood Feed’s presence continually grow and develop into a national brand. What are your short term expansion goals for Hollywood Feed? When it comes to expansion, what is your approach? What are some of the conditions that need to be in place for Hollywood Feed to consider taking action, both via M&A activity and building more real estate?
We’re already doing it all. I don’t think
it’s about taking an approach to take action. There’s really three areas you can go at growth; growth can be new, organic boxes. We’ll build 15 to 20 new boxes next year and continue to grow on that front.
The second tier of growth is to figure out how to continue to grow your existing boxes. We’re probably the only chain out there that goes through our real estate portfolio and updates it continuously. In the past two years, we’ve taken over 20 percent of the real estate portfolio and upgraded it, and we just continue to do that as part of the business so those stores are bigger, brighter, shinier, newer so that we’re very competitive constantly in those stores.
The third component of growth as I mentioned earlier would be the delivery side of the world. We’re the only chain out there running our own fleet of cars, running our own employees in those cars and delivery continues to be an important piece of the business across every state and every product that we sell.
Those three pieces really drive growth. And the last piece is acquisitions, and our challenge with acquisitions was that many of these acquisitions were done in an era where money was cheap and today money costs you easily twice as much—sometimes three times as much—as it cost you then. So what investors who own some of these chains are finding is that they’re probably not worth what they paid for. And that makes them very hard to acquire because someone is going to have to lose money. We’re not willing to make those kinds of purchases unless the deal is the right deal for us. We’ll just keep building new stores.
We’re one of the few chains that own our own warehouse, we own our own truck fleet, we own our own home delivery fleet. We’re the only one that owns all of that together, and it really gives us the opportunity to control our own destiny. We look at everyone else; they’re trying to use distributors on the truck fleet side and they’re trying to use Uber and DoorDash on the home fleet delivery side. We just don’t see either one of those as being great, viable alternatives when you put the customer first.
Checking the shopping list twice – for treats
By Joe Toscano, Vice President, Trade & Industry Development at Purina
The holiday shopping season is a critical time across retail. The season of entertaining and gifting brings consecutive weeks of opportunity for incremental growth across all aisles.
But while gifting for human members of the family can take many forms – there is a clear choice for pet owners when considering their dogs and cats: Treats. For pets, it is hard to top the sense of joy and excitement that can be seen with a savory treat – rivaling the delight from a child’s bike or dollhouse under the tree. So it should come as no surprise that the weeks before the holidays represent the treats’ highest sales volume of the year. Studies have shown that consumers are more willing to indulge and spend more on themselves and their pets during key seasons and around the holidays. But it isn’t a spike—rather a sustained period of growth starting at Halloween and into Valentine’s Day. And retailers are taking notice.
General grocers and pet specialty retailers can all capitalize on these waves with limited holiday items, seasonal flavors, themed packaging and dedicated displays in premium foot traffic areas. Your own Purina sales representative can provide information on seasonal items and displays from our range of brands. And this year, we are incentivizing consumers more than ever to add to the basket. Through the myPurina app, from October 1st to December 31st, users who spend $25 across all Purina dog treats, cat treats and cat complements save $10 (via a VISA gift card).
But the focus on treats in your aisles doesn’t (and shouldn’t) end on February 15th. Treats build the overall basket and the bottom line at the register. The category is a particular bright spot for retailers as an incremental purchase. Fortunately, there are several strategies you as a retailer can deploy for year-round coverage.
Variety. For treat buyers, variety is key. Dog treat buyers, on average, feed treats eight times a week. Half of buyers
reported having two or more varieties (crunchy, meaty, dental, long-lasting or niche) on hand, and 60% of buyers reported having two-to-five packages on hand. Cat treat consumption has grown and is driven primarily by crunchy form and larger sizes. For year-round coverage, ensure you have a variety of treats including crunchy, meaty, longlasting and functional so that consumers can select multiple treats for the various occasions. Purina has developed several functional treats for each category, such as DentaLife dental chews for dogs with additional benefits, such as immune and digestive support.
Cross-promotion. Retailers can start by bringing in new households with dry pet food cross-promotions focusing on their health benefits and ingredient story.
Disruption. Treats are more likely to be an unplanned purchase than dog and cat food, which means it is beneficial to disrupt consumers on their shopper journey. Try signage and secondary displays to disrupt the shopper in-store. For online shoppers, banner ads, popups on food pages and add to basket at checkout are beneficial tactics.
Timing. Now, more than ever, consumers want to create those special moments treats provide year-round. Pet retailers should ensure treats are part of their monthly merchandising programs in order to stimulate incremental sales and profits.
Multiples pricing. Because treat consumers are not as price sensitive, stimulate additional purchases by using multiples pricing. Instead of suggesting a $3.49 retail price either in ad or everyday, change to 2/$7.00 and see the incremental purchases and profits soar.
An annual merch plan. Along with your promotion plan, you should also have a merch plan. Purina has merch that can be anchored by treats, as well as additional units available for wet food, dry food and cat litter.
Are you capitalizing on this prime time to sell more treats and drive profitable sales in your stores? There is no better time to get started! Please contact your Purina sales rep for a customized annual plan to take advantage, starting today.
You came (to North America’s most comprehensive pet product marketplace). You saw (the latest, greatest pet products). You conquered (your business challenges). And we can’t wait for you to keep that momentum going next year! Thank you for helping to make SUPERZOO the incredible, fun-filled event that it is. We look forward to seeing you in 2025!
August 13-15, 2025
Education: August 12-13, 2025
Mandalay Bay, Las Vegas, NV
18,000+
Pet professionals participate, including:
10,000 buyers—the most
3,300+ buying companies 1,000+ exhibitors
Largest Industry Show Floor
330,000 square footage